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50 



The Florists^ Review 



June 3, 1920 





I Pacific Coast Department 



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AN ORCHID WINDOW. 



Window displays bring business. Win- 

 dow displays, as advertising mediums, 

 reach almost as many flower buyers as 

 an advertisement in the newspapers and 

 the number of those that are reached 

 who are not flower buyers, who, by see- 

 ing the display, are brought to the reali- 

 zation of the beauty of them, cannot be 

 estimated. But it is certain that a good 

 display of flowers often creates a de- 

 sire and when the desire is there all the 

 florist has to do is to sell the flowers 

 to appease that desire. 



The Hollywood Gardens, Seattle, 

 Wash., had an exceptionally attractive 

 window display recently and it caused 

 much comment. The display was planned 

 and executed by S. A. Dunlap. The 

 blending of the colors, pleasing to the 

 eye, was unusually good. An old weather- 

 beaten, time-whitened stump was set 

 in the middle of the window, with tree 

 ferns forming a background and tree 

 moss at different places on the whitened 

 wood. Orchid plants were set among 

 the ferns, appearing as if they were 

 growing over the tree. The appearance 

 was quite effective. Other ferns were 

 arranged at the base of the stump and 

 a long mirror was placed so as to give 

 the effect of a body of water below. 

 Silver goose figures were placed around 

 the edges of this pool and in the fore- 

 ground were shown baskets and other 

 receptacles, giving the passers-by ideas 

 of other uses for orchids. 



LOS ANGELES, CAL. 



Tlie Market. 



Last week all the principal shipping 

 firms were rushed with business. Re- 

 tailers, on the other hand, had a rather 

 dull time until the end of the week. As 

 is always the case at a holiday, stock 

 was high in price and difficult to obtain 

 at any price. 



Indoor carnations are getting worse 

 each week and not worth the price 

 asked by growers. Roses, however, have 

 been fairly plentiful, good in quality for 

 the season and moderate in price. 

 Daisies, cornflowers and spring stock 

 generally took a decided jump, but this 

 wil) be only temporary; from now on 

 the prices will be in the buyer's favor. 



The usual Memorial day heat set in 

 May 25 and made long-distance ship- 

 ments risky. 



Various Notes. 



A most interesting caller on the trade 

 last week was Robert Kessler, well 

 known as a collector of rare and beau- 

 tiful native plants. He is preparing for 

 his annual trip to the mountains in San 

 Bernardino county, which are rich in 

 native flora. He has been especially 

 successful in collecting the native cypri- 

 pediums. 



J. Ellis, of Bisbee, Ariz., was in the 

 city recently looking up stock for 

 Memorial day. He has sold his store in 

 Bisbee, but is helping out his successor 

 with his experience for a time, until he 

 decides where to locate. He worked up 

 a fine trade in this mining town. 



Big vases of gladioli and delphiniums 



are making a fine show in the remod- 

 eled store of F. Lichtenberg. 



Purdie & Co. had an effective window 

 last week, soliciting telegraph orders for 

 wreaths. Some elegant samples were 

 shown. 



Fred Howard, of Howard & Smith, 

 says that repeat orders for their choice 

 cineraria seed are coming in at the rate 

 of fifty or more a day. 



The Superior Nursery Co. is reenter- 

 ing the dahlia business. Its dahlia gar- 

 dens, on Figueroa street, are being 

 again planted to the finest and best cut 

 flower varieties. C. Gutting says that 

 business this season in dry bulbs has 

 been far in advance of that of any pre- 

 vious year. H. R. Richards. 



SAN FRANCISCO, CAL. 



the Market. 



Receipts of flowers have not decreased 

 much, if any, since the report of last 

 week, but there was an increased de- 



mand which changed the aspect of the 

 wholesale market from a quiet resting 

 place for large quantities of stock to an 

 active business center, with buyers ar- 

 riving earlier than usual in order to 

 obtain their immediate requirements. 



A heavy Memorial day movement of 

 flowers had been counted upon, but it 

 was hardly expected that out-of-town 

 shipments would run into such a large 

 amount in view of the uncertainty in 

 transportation. As a matter of fact, the 

 express company has been inclined to 

 discourage the shipment of cut flowers 

 from here and only accepts consign- 

 ments of this nature when the shipper 

 signs a release of all claims for damage. 

 This has kept some of the shippers from 

 soliciting business from far-distant 

 points and no doubt has curtailed the 

 movement of flowers quite generally, 

 which gives rise to speculation as to 

 how much business could have been 

 done Memorial day had this handicap 

 not existed, when, notwithstanding it, 

 the movement was heavier than in for- 



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I Service that Advertises | 

 I GEORGE J. HALL & CO. | 



I WHOLESALE I 



I FLORISTS I 



I 423 East 5th St. Los Angeles, Gal. | 



I WE NEVER FAIL | 



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Hot Weather Flowers 



By careful selection of stock and suitable packing we eliminate 

 much of the loss consequent on long distance shipping in hot weather. 



We also carefully watch train schedules and shipments are not 

 allowed to leave our store until a short time before the train leaves. 



It is for these and other good reasons that we get many letters 

 from our customers testifying to the good condition of the stock on 

 arrival and merit the title of 



The House of Quality and Service 



L. A. FLORAL CO. 





236 EAST FOURTH ST. 



LOS ANGELES, CALIF 



